What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory

Bibliographic Data

ID22092548
AuthorsDaniel-Rareș Obadă (0000-0001-5699-6538, Alexandru Ioan Cuza University, corresponding author), Oana Ţugulea (0000-0003-3325-814X, Alexandru Ioan Cuza University)
Year2024
Volume9
Publication date2024-09-11
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueFrontiers in Communication (JOURNAL)
Journal identifiersISSN: 2297-900X • E-ISSN: 2297-900X
PublisherFrontiers Media SA (PUBLISHER • CH)
DOI10.3389/fcomm.2024.1470327
OpenAlexW4402463736
LanguageEN
Citations received2
References cited93

Our article aims to investigate the factors, precisely motives for TikTok use, perceived ad intrusiveness, attitude toward advertising, ad credibility, ad value, and online flow experience, driving buying impulsiveness among Generation Z users on TikTok. We developed and analyzed a theoretical model using SmartPLS. We used a quantitative-based approach to collect data by surveying a convenience sample of 2406 online questionnaires. The results indicate that motives for TikTok use negatively affect perceived ad intrusiveness while positively affecting the online flow experience and ad credibility. Attitude towards advertising negatively impacts perceived ad intrusiveness, while attitude towards advertising positively influences ad credibility and value. Furthermore, ad credibility has a positive impact on ad value, which, in turn, positively influences online impulse buying. As such, adapted ad content leads to a positive attitude toward advertising, creating an optimal experience on the platform and a positive perception of ads regarding credibility and value

Business · Classical mechanics · Mechanics · Physics · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Technology Adoption and User Behaviour

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